Written by: Michael McCowen
Winter FancyFaire 2026, San Diego, CA
I had the opportunity to attend the Winter FancyFaire in San Diego this January, and it was an energizing celebration of specialty food, culture, and innovation. Hosted at the San Diego Convention Center, the three day event brought together thousands of food industry professionals, emerging brands, buyers, chefs, and media for tastings, education sessions, and meaningful networking.
Highlights included live cooking demonstrations, trend forecasting panels, immersive tasting experiences, and offsite community events that connected the trade show floor to San Diego’s vibrant culinary neighborhoods. The Faire felt modern and inclusive, with a strong emphasis on storytelling, global flavors, and founder driven brands.
Latino Founded Companies That Stood Out
Several Latino founded companies made a strong impression on the show floor, drawing steady crowds and enthusiastic buyers.
Quatro Mamas
What do four mom’s from Mexico, the Philippines, Guatemala and Mississippi, who met at their children’s school nestled in the hills of Mount Washington, have in common? The LOVE for all things spicy, delicious food, entertaining (and tequila).
That’s why they created Cuatro Mamás. After vacationing in Sayulita, Mexico the summer of 2021 we soon figured out how much we all loved spice.
After many nights of R & D in our kitchen and drinking tequila they came up with their own unique version of a Salsa Macha meets a Red Chili Crisp Oil; a salsa MACHA CRISP. A true labor of love mixed with ingredients from all their cultures.
Chapala Hot Sauce
It all began with the wife of the founder of Lago de Chapala, who prepared a drink based on orange juice, lime juice and chili powder to enjoy with tequila. This refreshing combination not only enhanced the flavor of the tequila, it also captured the essence of Mexican tradition.
Inspired by his wife’s recipe and love for authentic flavors, the founder decided to take this recipe and others to a new dimension, creating sauces that celebrate the culinary richness of the Chapala region. Since 1950, our brand has grown, offering a variety of sauces made with fresh, natural ingredients.
Each bottle of Salsa Lago de Chapala reflects our commitment to quality and authenticity in every serving.
P.A.N. Product
The P.A.N. brand was born in 1960 in Venezuela thanks to the creation of pre-cooked corn meal that restored the traditional way of preparing arepas. Today it is a global brand with a growing portfolio that includes corn meal, mixes, frozen foods, sauces and spreads, and other foods.
Maestro Kitchen
Alfonso, Franshesca, and sons Sebastián and Nico. As a family, dreamed of building something real, showing their kids the value of hard work and creating a product that proudly represents our culture.
In May 2021, they made a bold move to California, excited about new opportunities but always longing for the vibrant flavors of Mexican heritage, the perfect balance of spice and flavor that made every meal unforgettable. So, they set out to perfect my mom’s cherished recipe for the most amazing Chile Crunch, pouring our love, memories, and culture into every jar.
And yes, you’ll realize why everybody loves Mexican flavors. They cook to the beat of Mexican cumbias, it’s their secret ingredient for a little extra joy and flavor!
Aji Pepper Sauce
It all began with a taste of home.
In 2007, she brought her then boyfriend (now husband) to Peru, her birthplace, for what was supposed to be a simple introduction her family and culture. Little did she know, this trip would ignite a passion that would lead them on a new adventure: creating their own FRESH, HOMEMADE Aji Amarillo sauce. From the moment they landed, we immersed ourselves in the vibrant landscapes, exploring ancient ruins, meeting the warm and welcoming native Incans, and wandering through lively village markets. But for him, the real revelation was the food. Every bite of the traditional and contemporary dishes we savored along our journey was a revelation, and the flavors were both SURPRISING and LIFE CHANGING.
The presence of these brands reinforced how Latino entrepreneurs are shaping the specialty food landscape, bringing authenticity, heritage, and creativity to a national stage.
Overall, Winter FancyFaire felt like more than a trade show, it was a celebration of culture, community, and the evolving future of food.